Thoughts on Demo Fall 2005
I'm a little prejudiced when it comes to Tech Marketing and events. I believe there is really only one event where startups and established companies get a big bang for their buck. Not surprisingly, I believe that event is called "Demo"
Demo Fall 2005 reinforced my feelings about Demo as a true level playing field. Hot technology gets is tightly timed six minutes of stage and hours of booth time. What was apparent at Fall Demo was that my favorite two red heads involved in this event -- Chris Shipley and Karyn Kane Williams-- had drilled presenters in what to expect, how to present their ideas and how to finely hone their messages.
Their experience with this and other events was evident from the moment the first company walked out on the stage. For a lot of execs presenting for the first time the Demo stage can be frightening, although no one has ever been killed and eaten for a botched presentation. What's remarkable about Chris and Karyn is that they keep their companies on target and focused.That's good for the chosen company and their investors.But most of all, it's even better for the audience.
If there is one area where the companies that are chosen to strut their stuff at Demo need to work harder on it's in the demonstrator pavillion.The quickest way to anesthetize someone who has gone out of their way to see a company in the pavillion is for a marketing type to launch into a buzz word laden presentation. The way to avoid this is simple. Present your company's technology using a straightforward demonstration that's backed by credible facts. In an ideal world,the basic product pitch should take less than three minutes and the presenter should be prepared to give heir audience a takeaway. One of the best takeaways I can think of is simple card with a URL that leads to a self running demonstration that drills down into the target market.